Towards a Developing Decision-Making Framework for Residential Solar Energy Adoption in Malaysia: A Conceptual Integration of UTAUT2 and TALC
List of Authors
Mior Harris Mior Harun, Muhammad Haziq Mohammed, Peck Leong Tan
Keyword
UTAUT2, TALC, Household Adoption, Decision-Making Framework, Solar Energy System
Abstract
The slow uptake of solar energy system (SES) among household consumers in Malaysia remains a major challenge in the country’s renewable energy transition. This conceptual paper proposes a sustainable decision-making framework specifically located in Malaysia by coupling the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the Technology Adoption Life Cycle (TALC). For instance, performance expectancy, effort expectancy, price value, and facilitating conditions from the UTAUT2 framework can be considered behavioural constructs that affect consumers' motivation to adopt SES, whilst TALC accounts for such behaviour in the context of household consumer segments, ranging from 'innovators' to the 'late majority'. The framework presented in this paper adds theoretical value to consumer behaviour literature in the renewable energy context, and is also of practical value to government, solar service providers, and finance institutions intending to increase adoption of household consumer SES levels. It's especially relevant for helping Malaysia plans a route of travel from early adopters to wider mainstream adoption, in alignment with their national clean energy objectives as propagate in SDG 7 and SDG 13.